Proximo Spirits has launched a fresh initiative for its Maestro Dobel tequila brand at New York JFK International Airport.
The “floating bottle” wall bay activation (below) will feature in Terminal 4’s travel retail location through a partnership with GTR operator DFS. The fixture is split into two halves: the top part is dedicated to the “magic technology display” with the lower section used for merchandising the latest iterations from Dobel’s range, including Diamante Reposado, Diamante Cristalino and Diamante Blanco.
In August, the tequila brand will continue its sponsorship of tennis’ US Open, with which it first partnered in 2023. There will be a Maestro Dobel Tequila US Open concourse activation outside the travel-retail fixture, where travellers will have the chance to take part in giveaways.
“Since Maestro Dobel Tequila became the official tequila sponsor for the US Open in 2023, it has been a very successful partnership in both domestic and duty-free markets,” said the head of GTR at Proximo Spirits, Roy Summers.
“This year looks to be even stronger with the launch of our activation and eye-catching wall bay at JFK. The Levita magic technology is captivating and is sure to wow travellers, elevating the Maestro Dobel Tequila range in association with this top tier sporting event.”
Earlier this month, Proximo recruited Mexico City’s Handshake Speakeasy bar for the latest US marketing move for 1800 Tequila.
